Small businesses need your support – now is the time to connect

These are difficult times for everyone, not least for the UK’s 5.9 million small businesses.

Although the Government has announced unprecedented financial support for both employees and the self-employed, many of those businesses are still facing a very real threat to their future, and are making important decisions to protect themselves.

While the majority of accountants have rightly focused on supporting their clients, there is still a sea of information-hungry small business owners out there, who just aren’t getting the advice they need.

Micro and small businesses are seeking clarity on a vast amount of questions, from managing the financial impact and knowing what to do about employees, to accessing Government support.

For many, dealing with these issues is an overwhelming challenge, and a balancing act between keeping their business running, understanding the legalities of new Government measures, and supporting themselves and the people they work with.

“I’m confused, but trying to put everyone’s best interests forward,” said one forum user. “It doesn’t help that the business isn’t doing great.”

I also spent over an hour on a group video call with 30 digital agency owners within the Bristol area, who had largely tried to figure things out themselves. The majority had accountants, but they still weren’t getting enough advice.

How will you be remembered?

A lot of accountants have had a crash course in digital marketing over the last few weeks. Some are still grappling with how to approach it, what to communicate and how to come across.

Those who have embraced it will no doubt reap the rewards of providing sound advice in a time of great need.

After all, at a time when businesses will be remembered for how they responded, and what support they gave to their clients and employees, you can’t afford not to communicate.

It’s the right time to start building new connections to show that you care. Businesses will remember who showed up, what you said, and how you helped them during this time – and when we all come out the other side of this, they will think of you when it comes to rebuilding their business.

You have an opportunity to demonstrate your expertise and outstanding customer service, and to show why accountants are critical to business and the UK economy.

So, however familiar you are with digital marketing and producing content, the best thing you can do is to get started now. It’s not the time for procrastination or self-doubt. It’s the time for action.

How can you build connections?

Simply put, by providing the information they are crying out for. You don’t have to have all the answers, neither does it have to be polished, and you can always update your content as you learn more. This is now newsroom style reporting mixed with marketing.

Here are our three core tactics to help you build connections.

Video updates

In a sea of information, a short explainer video is perfect for the time-poor, information-hungry SME.

Focus on the key topics discussed in this document and the latest government updates, to demonstrate your expertise, build credibility with future clients, and show your personality too.

Zoom is a great video-conferencing tool that you can record yourself. As well as Loom, which you can use to capture your screen whilst you’re talking.

Helpful content

At PracticeWeb, we usually say long-form content is best, but normal rules don’t apply at the moment. Topical, current information is more important to your clients than polished content.

So, if you’re not normally comfortable with writing, now’s the time to start. Putting together short explanations of the topics covered here or in Government updates is more helpful than doing nothing at all.

You should also post videos directly into social media, and a summary of your helpful content. Include links to your website for further reading, or let your connections know they can keep up to date on the latest developments by visiting your website.

This is also a great opportunity for you to start building your email list. Once prospects land on your website, make sure you clearly signpost them to sign up for your COVID-19 and business advice email alerts.

Again, it’s important to remember that right now it isn’t about making a sale, it’s about building strong relationships so that once you’re out of this crisis, those new connections will remember you were there for them.